 Because we're so removed. I had someone on the show some years ago who's like Wocal Distance, really, really good Twitter account. And he's a big fan of Baudrillard, a philosopher and writer who really advanced this concept of hyperreality. And the example that Wocal Distance used was a strawberry. And you have a strawberry and then you decide to make strawberry jam. And then you've got strawberry jam and you like it so much, you decide to condense that flavor even more and you make strawberry.